State launches multi-million-dollar campaigns to rebuild Queensland tourism
Published Wednesday, 09 February, 2022 at 10:26 AM
Premier and Minister for the Olympics
The Honourable Annastacia Palaszczuk
Minister for Tourism, Innovation and Sport and Minister Assisting the Premier on Olympics and Paralympics Sport and Engagement
The Honourable Stirling Hinchliffe
Once-in-a-lifetime prizes, outstanding holiday deals and cut-price airfares will be on offer as Queensland launches a national and international marketing assault to continue the long-term rebuild of the state’s tourism industry.
Premier Annastacia Palaszczuk said supporting the state’s tourism industry to rebuild was an important part of the government’s COVID-19 Economic Recovery Plan.
“Thanks to the way Queenslanders have responded to this pandemic, our economy is roaring back to life. And we’re leading the nation in jobs created since the start of the pandemic,” the Premier said.
“I know firsthand how COVID-19 has affected tourism businesses throughout our state.
“But now we’re ready to welcome back visitors and I know so many families and friends are ready to reconnect on a Queensland holiday.”
The Premier said Queensland would today launch its first national tourism campaigns in more than 18 months.
“Today we’re launching a series of campaigns worth $5.2 million around the country and taking the first steps towards international marketing,” the Premier said.
“Aussies are already being inspired by our ‘Days Like This’ aspirational campaign and they will be compelled to lock in their travel plans through the ‘Great Queensland Getaway’ launching this Sunday – where airfares and holiday packages will be on sale,” the Premier said.
“And internationally, our successful ‘Good to Go’ message will be extended as two-way travel continues to open up.
“If you’ve been dreaming of a holiday in Queensland, now’s the time to book your flights.
“There are plenty of new experiences to come and enjoy, as well as all the old Queensland favourites.
“To visitors planning their next holiday – I welcome you to come and explore Queensland.”
The ‘Great Queensland Getaway’ campaign will offer great holiday deals through Queensland.com, a range of holiday packages on sale through retail travel partners, Virgin Australia airfares on sale, and a competition with some incredible money-can’t-buy experiences to be won.
Launching around the country, it follows the debut of the state’s aspirational ‘Days Like This’ campaign into New South Wales and Victoria last weekend, as well as the first steps towards re-starting tourism marketing internationally.
Tourism Minister Stirling Hinchliffe said the best deals on Queensland holidays would be snapped up quickly.
“That’s why we’ve worked closely with operators to deliver a package of dream deals to suit visitors of all interests and abilities,” Mr Hinchliffe said.
“Virgin Australia is launching sales on fares from all major interstate airports into Queensland and Accor has special accommodation rates from $119 per night.
“From $1 breakfast on the Fraser Coast, to wine and dine packages on the Gold Coast and Sunshine coast kayaking deals, there really is a visitor experience to suit every Australian.
“And to keep Queensland getaways under the nation’s spotlight, we’re giving Australians the chance to win once-in-a-lifetime holiday prizes.
“These holiday offers go live from this weekend to help Queensland operators secure booking until June 2022.”
The Days Like This campaign in New South Wales and Victoria and the second phase of the Great Queensland Getaway are predicted to generate $4 billion in Overnight Visitor Expenditure for Queensland destinations.
Mr Hinchliffe said international, two-way travel was now open between Singapore and Queensland and from other destinations later this month.
“The Palaszczuk Government through Tourism and Events Queensland continues to work with our overseas travel partners,” Mr Hinchliffe said.
“With the Federal Government reopening international borders on February 21 to fully vaccinated travellers, we’re already reminding our partners of the world-class visitor experiences only found in Queensland.
“The Great Queensland Getaway and Days Like This are important to our Covid-19 economic recovery plan for Queensland tourism.”
Tourism and Events Queensland Chief Executive Officer Leanne Coddington said it was exciting to be returning to national and international marketing.
“We know as people emerge from this latest outbreak they want to feel good – and to do so they will value safety, simplicity and memorable moments with friends, family and the natural environment,” she said.
“These campaigns give them the inspiration to do that in Queensland, as competition from other destinations begins to ramp up.
“We’ll showcase our adventure experiences, our incredible natural experiences, the opportunities to connect with our Aboriginal and Torres Strait Islander culture and our exciting calendar of events – worth an estimated $500 million to the state’s economy in 2022 - and of course the many experiences everyone knows and loves about Queensland.
“Off the back of a very successful phase one of the Great Queensland Getaway, which drove 525,000 unique users to Queensland.com, we are thrilled to now be able to open up to our national travellers in phase two of this campaign.
“At the same time our efforts are beginning to ramp up internationally, which is an exciting step forward in rebuilding such an important market for Queensland.”
To see the holiday deals available, head to Queensland.com from Sunday 13 February when the ‘Great Queensland Getaway’ goes live.
Tourism businesses can find information on getting involved at teq.queensland.com/upcomingcampaigns
Media contact: Jack Harbour 0419 620 447